Matthew, the inside key is organizational culture. Culture is what we value. It drives decisions, behaviors. This is the message of Total Quality Management. The culture must have a customer focus and an improvement focus to better serve the customer. Without customers, we go out of business, unless we get taxpayer bailouts.
Customer focus means we must detect and respect what our customers value. For instance, if they value on-time delivery we need to align our organizational culture with this customer value. If customers value on-time delivery, we take steps to make sure our processes, personnel serve, support this value.
Therefore, in the end, we need to align internal with external values. There is a model for doing business called "push - pull." Push is when we impose, push what we value at the marketplace. Pull is when we listen to the voice of the customer, VOC, and let what the VOC values pull an aligned response from our organizations.
There, you have a good outline above. You need not to go farther than this.
Let me add for our own personal sharing another emerging (future studies) perspective. More and more we must learn to value "lean" - doing more with less, as the economy tanks. "Lean" applies to the internal organizational culture, which must focus on providing customer value at all time. However, this process of providing goods and services that customers value more and more must apply "lean" methods to increase efficiency, effectives with "less" - rather than more. The customers too will be caught in this "lean" trend in their own lives where they work, because to survive they too must deliver customer value in "lean" fashion.
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